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- 1. Strategic & Creative Solutions Miriam Bakkali N0514961 An investigation into new forms of digital human interaction Instant Messaging and its implication
- 2. Aim - To investigate into Instant Messaging as a dramatic change in communication - To understand the key differences between Face to face communication and Digitally mediated communication - To investigate how these changes are affecting the world of fashion marketing and branding
- 3. Research objectives & key areas Instant Messaging & Interpersonal Communication Instant Messaging & Consumer Behaviour Instant Messaging & Emotions
- 5. METHODOLOGY
- 6. Primary Research Quantitative Qualitative Survey Observation • 136 responses • 60% female – 40% male • 18 to 50+ (focus on gen y) • 19 nationalities • 21 people • Average of 1 week report
- 7. Interviews Experiment Focus Groups Primary Research Emilio Macchia - CEO of the Branding & Graphic Agency EEE Cristina Boydell - Account Manager for Skywire, luxury fashion agency Jeffrey Taraschi - SVP of Interactive Group ltd Face-to-face VS Digitally-mediated communication LinkedIn Discussions 3 Gen Z Gen Y Gen X 3 • Marketing Communication • The Digital marketing Group • The Brand Management Group 4x2
- 8. Secondary Research Limitation • Time & resources available • Limited number of participants • Wide demographic and nationality range • English ability
- 9. FINDINGS
- 10. Digital Mobile revolution FINDINGS 5.61 h 59 daily pickups 79% Mintel, 2016
- 11. Digital Mobile revolution FINDINGS 5.61 h 59 daily pickups 79% 1-2 h Fragmented Fast Discontinuous Trivial
- 12. FINDINGS Experiment – FTF vs DMC Gen Y Gen ZGen YGen X Brief: create an origami in 10 mins Before & After: - Rate their emotional response - Rate their partner’s emotional response
- 13. Experiment – FTF vs DMC FINDINGS 4/4 Completed the task FACE TO FACE 2/4 Completed the task on Instant Messaging Face to face interaction is more productive and effective Lack of non verbal cues may cause misunderstandings 4/4 Empathy FACE TO FACE 1/4 Empathy on Instant Messaging
- 14. Instant Messaging & Personalities HEAVY USERS LIGHT USERS 7.5 7.1 8.8 7.6 5.9 8.6CURIOSITY ASSERTIVENESS OUTGOING FINDINGS (More than 5 hours) (Less than 1 hour) Younger HEAVY USERS Over-relying on texting is stopping them to express themselves face to face. Self-esteem Self-confidence
- 15. Instant Messaging & Relationships 84% FINDINGS ‘Instant Messaging is strengthening my social ties’
- 16. Instant Messaging & Relationships 84% FINDINGS ‘Instant Messaging is strengthening my social ties’ ‘IM does not strengthen my family and friends ties, as hand is making most of my connections quite superficial’ ‘Instant Messaging has not improved the quality of my relations, maybe the quantity’. ‘when you are able to reach out someone via WhatsApp as many times as you wish, then the content of the communication itself risks to become superficial, trivial and insignificant.’ (24-28, female, Italian)
- 17. Instant Messaging & Relationships FINDINGS ‘organising’ Relationships are increasingly similar to the management of other resources Light conversation + 71% casual acquaintances Texting over talking ‘the removal of the awkward moments’ that occur in real time conversations Efficiency Predictability Calculability Control McDonaldizationofSociety
- 18. FINDINGS Effective Instant Messaging : : ‘It is hard to express myself by writing, sometimes I might come off upset when I am not at all’. (24-28,Italian, Female) ‘It is hard to know how people are saying things when online’.(18-23, American, Male); How can Instant messaging be more effective?
- 20. Effective Instant Messaging Emoji Photograph Voice Message GIF 7.75 7.40 7.13 5.51
- 22. 3 MARKETING & BRANDING
- 23. WhatsApp Marketing WHATSAPPMARKETING “We’ve taken SMS technology for consumers and improved it. Now, we want to do the same with commercial messaging.” CEO WhatsApp 1 BILLION • Learn consumer behaviour on instant messaging • Understand consumers’ difficulties in expressing emotions through texting • Learn how to speak the new global language
- 24. Emoji Marketing EMOJIMARKETING Why • Mobile device are changing the style of communication • Universal language, understood by millions • Culturally relevant • Optimised for the smaller screen
- 25. How brands are reacting to these changes? EMOJIMARKETING
- 26. How brands are reacting to these changes? EMOJIMARKETING
- 27. How brands are reacting to these changes? EMOJIMARKETING
- 28. How brands are reacting to these changes? EMOJIMARKETING
- 29. How brands are reacting to these changes? EMOJIMARKETING
- 30. What is next EMOJIMARKETING ‘in an increasingly technology- driven world, emotion is either absent or oversimplified.’(Affectiva,2015) When we digitize emotion, it can enrich our technology, for work, play and life. Understand how consumer feel Adapt a personalised messages, in a highly personal experience
- 31. CONCLUSION
- 32. So.. What we found? Instant Messaging & Interpersonal Communication Instant Messaging & Consumer Behaviour Instant Messaging & Emotions • People rather text than talk, even if face-to-face communication is more effective • Ubiquitous use of mobiles • IM’s heavy users tend to be more outgoing, assertive and curious • However, younger generation are conscious about self-esteem issues caused by IM • People have obstacles interpreting emotions online • People enjoy using emoji • People appreciate brands using emoji, in the right context
- 33. Recommendations Interesting behaviour’s patterns linked to IM Research into consumer’s behaviour on IM could define a richer consumers’ profile and potential unfilled consumers’ need WhatsApp predominance Considering Whatsapp as a platform not just as a tool. Researching into new language patterns Emotions Invest into emotional measurement technology
- 34. First step • Underexplored desire for a richer emotional communication • A need to understand to integrate it without losing the importance of FTF interactions. To Conclude
- 35. Thank you
Hinweis der Redaktion
- how Instant messaging is affecting interpersonal communication and if IM could translate emotions as effectively as FTF communication. The aim of this research is to fill this gap, and thus to understand how this change in communication is affecting the world of fashion marketing and branding.
- To successfully achieve the purpose of this research, it has been used a variety of tools to better understand the complex scenario of digitally-mediated communication. An extensive secondary research has been completed, with attention to use different resources as books, journals, newspapers and reports, to acquire the necessary knowledge to carry out thoughtful primary research. The primary investigation has been balanced to obtain quantitative and qualitative data, which were often interconnected.
- DIGITAL REVOLUTION HAS FUNDAMENTALLY CHANGED HOW PEOPLE COMMUNICATE TODAY.
- DIGITAL REVOLUTION HAS FUNDAMENTALLY CHANGED HOW PEOPLE COMMUNICATE TODAY.
- If Facebook opens up WhatsApp to marketers, brands can ‘for the first time start to fully interact with consumers globally and seamlessly’ with nearly a billion of potential consumers
- This hypothesis could be a potential solution to the lack of empathy and non-verbal cues on DMC and the starting point for further research.